Top Mobile Measurement Partners (MMP) (2025)

Mobile measurement partners (MMPs) play a vital role in a business by assisting mobile marketers in understanding and measuring the performance of their brand’s campaigns. This insight is essential for evaluating the effectiveness of marketing strategies and making informed decisions.

To succeed in the competitive mobile app market, data-driven choices are critical. Measuring user acquisition helps track your marketing efforts, ensuring that your strategies yield the desired results.

With the help of MMP attribution, app marketers can accurately analyze key metrics, such as user acquisition, installs, app engagement and conversion rates, making it easier to manage budget relocation, and to understand what medium is performing best.

Drawing from industry professionals, and relevant facts and figures, in this guide we take a deep dive into the inner workings of mobile measurement platforms and how they can benefit the app analytics side of things when it comes to your mobile app.

What is a mobile measurement partner?

A mobile measurement partner, or mobile attribution, provides a bigger picture of the mobile advertising campaign. Consider them the middleman between your mobile app and all the other marketing and analytics tools, who pinpoints the money-making sources, including the mediums that aren’t performing so well. This provides marketers the opportunity to tweak their marketing strategy accordingly and improve the app’s performance overall.

Mobile attribution tools typically use tracking features that give a thorough breakdown of the user journey and conversion funnel, and an impartial overview of mobile attribution, helping app marketers understand the ROI of their marketing campaigns, and how to further enhance their strategies.

MMPs use a variety of technology to measure and attribute mobile events for brand marketing campaigns on the largest platforms. Marketers are then able to see how successful their campaigns, ads, creatives and messaging were in terms of profitable action, with the ability to dissect the data into several layers and dimensions.

In essence, mobile measurement partners not only provide special access to backend data, but they also offer rich and combined data that reveals insights for further optimization and growth.

The best mobile measurement partners

Mobile measurement partners are third-party attribution platforms that help app developers and advertisers track the performance of their mobile campaigns. These partners allow advertisers to measure user acquisition, in-app events, and revenue generated from their ad campaigns, as well as provide insights into user behavior.

We’ve listed the best mobile measurement partners below.

1. AppsFlyer

AppsFlyer is a marketing analytics platform that helps app developers and advertisers measure the performance of their ad campaigns.

The platform offers a range of measurement and optimization solutions that help developers optimize their campaigns (and improve their overall user engagement). Notable features include fraud detection, audience segmentation, deep linking, and push notifications.

Overview

AppsFlyer was founded in 2011 by Oren Kaniel and Reshef Mann. The company has expanded its offerings to include a range of marketing analytics and optimization solutions.

AppsFlyer has raised over $300 million in funding from investors such as General Atlantic, Qumra Capital, and Goldman Sachs. The company is headquartered in San Francisco, California, and has offices around the world, including in Tel Aviv, Beijing, and Bangalore.

Services

AppsFlyer provides its customers with the following services:

• Push notification solution allows advertisers to send targeted push notifications to users based on their behavior and preferences. This can help increase user engagement and retention
• A range of analytics tools allow advertisers to track user behavior, measure user acquisition, and analyze revenue generated from their campaigns
• Provides insights into user behavior and allows advertisers to create customized audience segments based on user demographics

2. Adjust

Adjust is a mobile measurement and analytics company specializing in mobile app tracking, attribution, and fraud prevention. It helps mobile app developers, marketers, and businesses measure the effectiveness of their mobile ad campaigns, understand user behavior, and optimize their marketing strategies.

Adjust specifically provides tools to track the sources of app installs so they can determine which advertising or marketing campaign led to a user installing an app. This helps businesses allocate their marketing budget effectively by identifying which channels or campaigns perform best.

Overview

Adjust was founded in 2012 by Christian Henschel, Paul Müller, and Manuel Kniep. The company, initially based in Berlin, Germany, started as a mobile app tracking and analytics platform and has since grown into a global leader in mobile measurement solutions.

Adjust serves a wide variety of industries, including gaming, eCommerce, and fintech, and its technology is integrated with numerous ad networks and partners to provide comprehensive marketing and performance measurement.

Services

Adjust provides its customers with the following services:

• Provides tools to track the sources of app installs and determine which ad or marketing campaign led to a user installing an app. This helps businesses allocate their marketing budget
• Offers advanced analytics to understand user behavior within the app. It allows companies to analyze app performance, user engagement, retention rates, and lifetime value (LTV)
• Has a fraud prevention suite that helps businesses protect their ad budgets from fraudulent activities, such as click fraud, install fraud, and fake user accounts

3. Singular

Singular is a mobile attribution platform that helps advertisers optimize their ROI by combining attribution with cost aggregation to unlock marketing performance for each campaign.

Top features of Singular include fraud prevention, audience segmentation, deep linking, and push notifications. The platform is used by some of the world’s leading mobile app developers and advertisers, including Lyft, Rovio, and LinkedIn.

Overview

Singular was founded in 2014 by Gadi Eliashiv and Eran Friedman. Singular has raised over $50 million in funding from investors such as Norwest Venture Partners, General Catalyst, and Thomvest Ventures.

The company is headquartered in San Francisco, California, and has offices around the world, including in Tel Aviv, Moscow, and Bangalore.

Services

Singular provides its customers with the following services:

• Marketing automation solution allows advertisers to automate their marketing campaigns and optimize their user engagement and retention strategies
• Singular’s creative optimization solution helps advertisers optimize their ad creatives to improve engagement and increase conversions
• Provides API access for developers and advertisers to integrate the platform with their existing workflows and systems

4. Branch

Branch is a mobile measurement and deep linking platform that helps app developers drive user engagement, retention, and revenue. The platform provides deep linking solutions that allow users to transition between web and app content.

Developers can create customized onboarding experiences and personalized referral programs to increase their user retention and drive growth. Branch also provides real-time analytics and attribution data to help developers make data-driven decisions and optimize their marketing campaigns.

Overview

Branch Metrics was founded in 2014 by Alex Austin and Mada Seghete. The company was initially focused on creating a solution for deep linking on mobile devices but has since expanded its offerings to include referral tracking, user onboarding, and analytics.

Branch has raised over $330 million in funding from investors such as Founders Fund, New Enterprise Associates, and Playground Global. The company is headquartered in Redwood City, California, and has offices around the world.

Services

Branch provides its customers with the following services:

• Provides a deep linking solution that allows users to seamlessly transition between web and app content. This ensures a smooth user experience and can help increase user engagement and retention
• Referral tracking solution allows developers to create customized referral programs that incentivize users to invite their friends to use the app. This can help increase app downloads and user retention
• User onboarding that enables developers to create customized onboarding experiences for new users. This increases user engagement and retention by providing users with a personalized experience

5. Kochava

Kochava is a mobile attribution platform that helps app developers and advertisers measure the performance of their mobile campaigns.

The platform provides real-time analytics and attribution data that allows advertisers to track user acquisition, in-app events, and revenue generated from their mobile ad campaigns. Kochava also offers a range of measurement solutions that help advertisers optimize their campaigns and target the right audience.

Overview

Kochava was founded in 2011 by Charles Manning, a mobile technology veteran with over 20 years of experience in the industry. Manning founded Kochava with the mission of providing a more transparent and accurate way for advertisers to measure the performance of their mobile ad campaigns.

Since then, the company has grown rapidly and now serves some of the world’s leading app developers and advertisers. Kochava is headquartered in Sandpoint, Idaho, and has offices around the world, including in New York, San Francisco, and London.

Services

Kochava provides its customers with the following services:

• A mobile attribution solution that allows advertisers to track user acquisition, in-app events, and revenue generated from their mobile ad campaigns. The platform provides real-time analytics and attribution data
• Their fraud detection solution helps advertisers detect and prevent fraudulent activity in their ad campaigns. The platform uses a range of techniques to identify and block fraudulent traffic
• Kochava’s audience targeting helps advertisers target the right audience for their mobile ad campaigns. The platform provides insights into user behavior and allows advertisers to create customized audience segments

6. Google Firebase

Firebase is an app development platform developed by Google that provides a variety of tools and services to help developers build, improve, and grow mobile and web apps. It offers back and frontend solutions, enabling developers to focus more on creating better user experiences.

The platform provides secure file uploads and downloads for Firebase apps as well as fast and secure hosting for web apps, static and dynamic content, and microservices. A real-time crash reporter that helps you track, prioritize, and fix stability issues to improve app quality is included.

Overview

Firebase was founded in 2011 by James Tamplin and Andrew Lee. Initially, it started as a company focused on providing real-time backend services, specifically a real-time database.

Google acquired Firebase in October 2014, and it has since evolved into a comprehensive app development platform, offering a wide range of tools and services for mobile and web apps.

Key clients of Firebase include The New York Times, Alibaba, Duolingo, Venmo, Shazam, Trivago, Lyft, Halfbrick Studios, and Square.

Services

Firebase provides its customers with the following services:

• A real-time crash reporter that helps you track, prioritize, and fix stability issues to improve app quality
• A scalable and flexible NoSQL cloud database for storing and syncing data across client and server-side development
• Provides easy-to-use SDKs and backend services for authenticating users using passwords, phone numbers, and popular federated identity providers like Google, Facebook, and Twitter

7. Tenjin

Tenjin is a mobile marketing analytics and attribution platform designed to help app developers, marketers, and game publishers track, analyze, and optimize their user acquisition campaigns.

The platform provides tools to measure the effectiveness of advertising efforts across multiple channels and optimize marketing strategies based on data-driven insights.

Tenjin is able to help app developers understand where their users are coming from by tracking which marketing campaigns, ad networks, or traffic sources are driving app installs and user engagement.

Overview

Tenjin was founded in 2014 by Christopher Farm, who is also the CEO. The company was established with the goal of providing mobile marketers with data-driven insights and tools to optimize user acquisition and maximize their return on investment (known as ROI).

Tenjin’s clients include King, Ubisoft, Playtika, BoomBit, and TabTale, among others, who use its platform for mobile attribution and analytics.

Services

Tenjin provides its customers with the following services:

• Provides the ability to collect and aggregate cost data from various advertising sources, allowing marketers to calculate the return on investment (ROI) for each campaign
• Offers a data warehousing solution called DataVault, which allows companies to store and access raw user-level data to perform deep analytics and build custom reports
• Enables businesses to analyze user behavior through different stages of the app lifecycle, from install to in-app actions and purchases

8. Upland (formerly Localytics)

Upland is a company that specializes in enterprise software for project management, marketing, and customer experience. Upland’s mobile measurement solutions, in particular, are part of its broader suite of tools designed to help businesses track, analyze, and optimize their mobile app performance and marketing campaigns.

Upland’s tools are designed to work across various platforms and devices, providing a comprehensive view of user interactions and campaign performance.

Overview

Upland Software was founded in 2010. The company, which offers a range of enterprise software solutions, including mobile measurement, was established with a focus on delivering software for project management, marketing, and customer experience.

Key clients include major companies such as Samsung, Sony, L’Oréal, HBO, and Verizon, who utilize its solutions for app tracking and marketing analytics.

Services

Upland provides its customers with the following services:

• Provides tools to understand where app users are coming from, tracking the effectiveness of various marketing channels and campaigns
• Offers detailed analytics to monitor user behavior, app performance, and marketing campaign effectiveness, providing insights into user engagement, retention, and lifetime value
• Includes features to detect and prevent fraudulent activities, ensuring that marketing budgets are spent efficiently and effectively

9. Airbridge

Airbridge is a mobile measurement platform that offers a range of optimization solutions and provides excellent customer support to its clients, with a dedicated customer success team available to answer questions and provide guidance.

Top features of Airbridge include fraud detection, audience segmentation, deep linking, and push notifications. The platform is used by some of the world’s leading mobile app developers and advertisers, including Kakao, LINE, and Coupang.

Overview

Airbridge was founded in 2018 by Ravi Mehta and Seonghoon Kim. The company is headquartered in Seoul, South Korea, and has offices around the world, including in San Francisco and Tokyo.

Airbridge quickly gained traction in the mobile mark0ting industry, and the platform has raised over $11 million in funding.

Services

Airbridge provides its customers with the following services:

• Easy to integrate with other mobile marketing tools and platforms, such as ad networks, attribution partners, and analytics providers
• In-app messaging solution allows advertisers to send targeted messages to users based on their behavior and preferences
• A/B testing enables advertisers to test different variations of their ad creatives, messaging, and targeting to optimize their campaigns and improve performance

10. Trackier

Trackier is a performance marketing and attribution platform designed to help businesses track, analyze, and optimize their digital marketing campaigns. It provides solutions for managing and optimizing user acquisition efforts across various channels and platforms.

The platform, in particular, helps businesses attribute conversions to the correct marketing channels, allowing for accurate measurement of both campaign performance and ROI, as well as offering insights and tools to optimize campaigns and improve user acquisition strategies.

Overview

Trackier was founded in 2016 by Sandeep Yadav, Chirag Sethi, and Ankur Agarwal. The team aimed to create a comprehensive platform for performance marketing and attribution to help businesses optimize their digital advertising efforts.

Trackier’s key clients include companies such as Shopee, Lazada, HDFC Bank, BookMyShow, and OYO Rooms, who use its platform for performance marketing and attribution services.

Services

Trackier provides its customers with the following services:

• Offers tools for managing and optimizing marketing campaigns, including tracking key metrics and KPIs
• Includes features to detect and prevent fraudulent activities, ensuring that marketing budgets are spent effectively and efficiently
• Provides detailed analytics and customizable reports to help businesses understand user behavior, campaign effectiveness, and overall marketing performance

11. MyTracker

MyTracker is a mobile app analytics and attribution platform designed to help businesses track and analyze user interactions, app performance, and marketing campaign effectiveness. It offers a range of features to help mobile app developers and marketers optimize their strategies.

MyTracker provides tools for tracking the sources of app installs and user actions, helping to understand which marketing channels and campaigns are most effective, as well as detailed analytics on user behavior, app usage, and engagement metrics, allowing businesses to gain insights into how users interact with their app.

Overview

MyTracker was founded in 2013 by Metrica, a company specializing in digital analytics. Metrica was established to provide advanced analytics and attribution solutions to help businesses optimize their mobile app performance (and marketing) efforts.

MyTracker’s key clients include prominent companies such as Yandex, MTS, and MegaFon, which use its platform for mobile app analytics and attribution.

Services

MyTracker provides its customers with the following services:

• Provides tools for tracking the sources of app installs and user actions, helping to understand which marketing channels and campaigns are most effective
• Offers detailed analytics on user behavior, app usage, and engagement metrics, allowing businesses to gain insights into how users interact with their app
• Enables the analysis of user journeys through different stages of the app lifecycle, from initial install to in-app actions and conversions

12. ByteBrew

ByteBrew is a mobile analytics and attribution platform designed to help app developers and marketers track and analyze user behavior, optimize marketing campaigns, and understand app performance.

Bytebrew provides tools to track the sources of app installs and user interactions, helping to identify which marketing channels and campaigns drive the best results.

The platform allows for the segmentation of users based on behavior and demographics, enabling targeted marketing and personalized experiences as well as customizable dashboards and reporting tools to visualize data and track key performance indicators (KPIs).

Overview

Bytebrew was founded in 2020 by Ahmed Sultan and Maged Hossam. The company was established with the aim of providing advanced mobile analytics and attribution solutions to help businesses optimize their app performance and overall marketing efforts.

Key clients of Bytebrew include companies such as Sumo Group, Arka Media, and Fumble.

Services

ByteBrew provides its customers with the following services:

• Offers detailed analytics on user behavior, engagement, and retention, allowing businesses to gain insights into how users interact with their app
• Includes features for monitoring in-app purchases and ad revenue, helping to optimize monetization strategies
• Enables the analysis of user journeys through different stages of the app lifecycle, from installation to conversion and retention

13. Affise

Affise is a performance marketing platform that provides solutions for managing and optimizing affiliate marketing campaigns. It offers tools for tracking, analyzing, and optimizing marketing efforts across various channels.

The platform tracks and manages affiliate marketing performance, including clicks, conversions, and commissions, across multiple channels as well as offers tools and insights to optimize campaigns, improve ROI, and enhance overall marketing strategies.

Affise integrates with various third-party tools and platforms, including CRM systems, ad networks, and payment processors, to provide a holistic marketing solution.

Overview

Affise was founded in 2016 by Oleg Korneev, Dmitry Kropachev, and Mikhail Ivankov. The company was established to provide a robust platform for managing and optimizing affiliate marketing as well as performance campaigns.

Key clients include major companies such as Toyota, Samsung, and Alibaba, which use its platform to manage and optimize their affiliate marketing campaigns.

Services

Affise provides its customers with the following services:

• Tracks and manages affiliate marketing performance, including clicks, conversions, and commissions, across multiple channels
• Allows users to create, manage, and optimize marketing campaigns, including setting up offers, targeting options, and tracking performance
• Includes features for detecting and preventing fraudulent activities, ensuring that marketing budgets are used efficiently and effectively

Why do I need a mobile measurement partner?

Monitoring mobile app performance can be a complex task that usually requires advanced tools to identify the core factors that are determining the success of the app. Mobile events, such as user behavior can tell you what needs improving, testing or removing so that time and budgets are invested into analytics wisely.

When looking at app development benchmarks, the cost of just a simple app development can range between $16,000 to $32,000, with more complex development processes amounting to $72,000 and over. Furthermore, hiring a US app developer can cost approximately $150,000 a year. So, you need to know where your budget is going and how it is distributed and spent, especially when you are investing a great amount into your mobile app.

Even if your mobile app is making significant revenue, if you cannot tell which medium is generating such high conversions, or from which sources users are clicking through to your site, and who these users are, this can create an issue when trying to sustain these wins. This is where MMPs come in and make mobile marketing easier for you.

What are the benefits of mobile measurement platforms?

Mobile measurement platforms are useful for marketers that want to monitor performance on multiple ad networks. They enable users to get a deeper understanding of how their campaigns are playing out across networks, with the ability to compare each of them as well.

The data that MMPs deliver that are usually not accessible in various ad networks are, for example, customer life value (CLV), ROI, conversion rates and third-party MMP attribution tools. When your mobile app enters the competitive market and starts to achieve high growth and visibility, you want to go beyond the generic analytics tools and partner with MMPs that will help provide more insights into the mediums and sources of each and every install.

MMPs surpass the limitations monitoring tools by allowing marketers to attribute the click sources to an app install, including any in-app events that occur after the app has been downloaded. MMPs also verify the performance of each publisher, saving time and resources, and knowing which are the best performing platforms to invest more in.

Evaluate and optimize your campaigns, and compare cross-platform performance to ensure long term success of your marketing efforts when working with mobile measurement platforms.

Understanding now how MMPs work will be worth it in order to make the right decision when choosing the partner for your mobile app. So, let us take a look at the process of MMP marketing.

How do MMPs work?

MMP advertising uses technological advances and certifications to provide insightful performance and attribution data that are essential for app growth. Mobile measurement partners typically offer a Software Development Kit (SDK), which is to be installed into your mobile app in order to link any engagement activity, including app installs and other in-app events.

The SDK attributes key performance metrics to the source and medium, and to the marketing campaign they originate from, allowing marketers to get a granular insight into where users are coming from, how they interacted with the app, and which creatives won them over.

Here are some of the several core capabilities that a typical MMP includes:

• Measuring and reporting on performance across multiple channels, including mobile apps, SMS, referrals, ad networks, and email, with the help of an open integration method
• Monitoring and analyzing specific ROI metrics throughout customer journey, with mobile attribution
• Preventing ad fraud and investing ad budgets wisely, identifying real users with fraud detection methods
• Segmenting audiences with effective tools in order to draw actionable insights from the data

In essence, mobile measurement partners provide marketers the ability to get a deeper understanding of their campaign performance on all platforms as well as cross-platform data that will inform the further growth of their mobile app. The key features include accurate attribution, customer lifetime values, and more.

Expert views: The future of MMPs and how to choose the best one

Charles Manning, Founder & CEO at Kochava

“Since Kochava’s founding – at the very advent of mobile measurement – we’ve focused on delivering configurable attribution, enabling agility in the face of industry shifts like SKAdNetwork and ATT. Our mission has always been to stay ahead of the curve, building for the needs of advertisers navigating an increasingly fragmented and privacy-conscious media landscape.

“Today, having an MMP that provides a single source of truth, supports SKAd, and meets privacy requirements is just table stakes. The modern marketer should expect much more. A strategic MMP partner must deliver a holistic view of ROAS across every meaningful channel – mobile, web, CTV, digital and traditional OOH, even linear TV – with both last-touch clarity and modeled measurement (MMM). Trustworthy, transparent insights aren’t just nice to have; they are the foundation of performance optimization.

“Marketers – and especially the CMOs and CFOs evaluating their measurement partners – should demand more. This includes record-level data across all user interactions, not just attributed conversions; clean signal through rigorous fraud prevention; the ability to take action directly from insights without needing a dozen integrations or custom workflows. As AI becomes core to marketing execution, the quality and granularity of your data will directly impact performance. ‘Garbage in, garbage out’ has never been more true – and only an MMP purpose-built for this new reality will enable confident, automated, and effective decision-making.

“This is exactly where we’re focused at Kochava: transitioning from a system of record to a system of action. We’re building optimization and activation capabilities directly into our platform, with AI and agentic execution embedded natively. As our customers increasingly ask to act where they analyze, we’re excited to meet that need, empowering them to drive more value from their first-party data, streamline their workflows, and make marketing dollars work harder across the board. The MMP of the future isn’t just about measurement, it’s about measurable action.”

David Karnstedt, CEO at Branch

“Over the past decade, MMPs have become more sophisticated in both data processing and attribution, shaped by privacy, platform fragmentation, and unrelenting pressure on marketers to prove ROI. Today’s marketers don’t suffer from a lack of tools. They’re drowning in them. What they actually need is clarity. With data increasingly siloed and customer engagement stretching across web, app, email, CTV, and physical locations, marketers need to be able to optimize for their own mix of traffic. That’s where modern MMPs come in – not to report surface-level metrics, but to show what’s actually driving results.

“At Branch, we’ve seen firsthand how legacy solutions are falling short, and we’ve built for this new reality.  As one example, with predictive aggregate measurement (PAM)  we’re offering a method of accurate, actionable, and privacy-safe measurement that fills in the gaps that user-level tracking left behind – all with the goal of keeping marketers effective in the changing world.

“The best MMPs going forward won’t be judged by the length of their feature list, but by how well they allow customers to adapt to the changing marketing landscape. They should flexibly ingest data from every corner of the ecosystem – Meta, Google, CTV, or new marketing channels – while enabling marketers to progress from basic attribution to full-funnel LTV and incrementality measurement.

“Can your MMP ingest data across all of your channels? Track value beyond installs? Keep up with evolving privacy norms? If your MMP can’t do that, it’s more of a liability than a partnership. Measurement is a strategic advantage; don’t lose sight of the fact that your MMP can sharpen your competitive edge.”

Stephanie Pilon, CMO at Singular

“The mobile measurement space is shifting fast. Privacy changes like SKAdNetwork and Privacy Sandbox, along with constant platform rule updates, are breaking traditional attribution models. Marketers are not dealing with less data, but with fragmented and incomplete data that is harder to unify and act on.

“In this landscape, a strong MMP matters more than ever; marketers need ROI-level detail across creatives, campaigns, and audiences. Without it, they’re guessing. And guesswork leads to wasted ad spend and stalled scale.

“Finding the right MMP starts with trust in the data. Marketers should look for partners who can unify data across channels, stay ahead of privacy shifts, and offer real technical support when things break.

“You need a partner who helps you adapt to change, not just a vendor. That combination of technology and hands-on support is what we focus on at Singular. We are investing in AI-driven data integrations with leading LLMs, predictive pacing, and creative intelligence to help marketers cut through the noise and make smarter decisions.”

Gal Eckstein, Chief Business Officer at AppsFlyer

“We’re operating in a fundamentally different digital marketing reality today compared to 10-15 years ago when MMPs first started coming to market. In fact, the landscape in 2025 is largely unrecognizable from just five years ago. Marketers are navigating a perfect storm where sky-high consumer expectations, tighter budgets, privacy-first policies, and AI disruption are colliding with the need to reach  audiences across  emerging channels like CTV, DOOH, and retail media. Old-school approaches just don’t cut it anymore.

“This new reality calls for a complete rethinking of how we approach measurement. The days of fragmented, mobile-only solutions are behind us. What marketers need now is connected, intelligent, omnichannel measurement that works seamlessly across the entire customer journey. That’s exactly why AppsFlyer is focused on helping brands measure everything, everywhere, giving them a fuller picture and enabling better decision-making.

“Here’s what effective measurement really comes down to: understanding that the user journey doesn’t end at device or channel boundaries. Through advanced deep linking and comprehensive cross-platform integrations – covering mobile, web, PC, console, and even QR-based offline campaigns – the future of measurement is enabling brands to maintain smooth customer experiences while getting precise data. At AppsFlyer, our coverage spans mobile, web-to-app, retail media networks, and connected TV, giving marketers that single source of truth they’re looking for. It’s not just about knowing where users came from, but understanding how to make every interaction more meaningful.

“In addition, we are in the midst of an AI revolution that is changing everything about how marketing performance gets analyzed and optimized. As companies build out their AI strategies, the quality of their data becomes make-or-break. In order to make data-driven measurement decisions, AI readiness must be baked into measurement platforms from day one, delivering clean, rich, accurate data that actually powers meaningful results. From smart optimization loops and conversational insights to creative performance analysis and fraud detection, at AppsFlyer, we’re building AI capabilities that make marketing teams both faster and smarter.

“This is how leadership is defined in the next generation of marketing measurement – through comprehensive solutions that adapt to change while delivering consistent, actionable intelligence.”

Megan Dean, Strategy Growth Director at Yodel Mobile (by NP Digital)

“A good MMP partner is a non-negotiable for apps investing in paid marketing. This is something that we have been saying to clients for at least 10 years, but in recent times it’s become even more crucial. The introduction of privacy-first measurement systems like SKAN are in their infancy and have significantly limited the data available for attribution, leaving marketers with big data gaps. Without an MMP tool, you’re essentially flying blind with your acquisition efforts.

“When selecting an MMP, there are a lot of standard factors that should be considered, like partner integrations, fraud prevention tools, cross-channel measurement like CTV, and customer support levels. But there’s a factor that often gets overlooked and could be the difference between future-proofing yourself or falling behind.

“The app marketing space moves quickly, with the two big operating systems (Google and Apple) introducing measurement frameworks and dictating marketer capabilities, while the big media platforms (Meta, Google, TikTok, etc.) release and evolve paid media products constantly. One of the key things that we consider is the MMP’s ability to keep up with the space, and how much they invest in their product roadmap. Try asking about the size of the MMP’s R&D team for a quick signal of their priorities.

“This will continue to be a compelling factor over the next few years – the best MMPs are likely moving towards robust (and likely AI-informed) data modelling approaches to incorporate more visibility on things like incrementality analysis and media mix modelling. Lots of tools are popping up to address this already (think Popsixle or Northbeam), and it makes sense for MMPs to incorporate this as a standard where data accuracy is getting more murky, and the need for a single source of truth grows.”

Lou Hong, VP of Marketing at Adjust

“Marketers today face a complex set of challenges, from data fragmentation and new regulatory frameworks to emerging AI tools and evolving attribution and measurement models. An MMP is no longer a reporting tool but an essential partner in ensuring marketers have the clarity, consistency, and confidence they need to grow.

“From cross-device attribution and measurement to multi-platform deep linking, contextual, AI-powered insights, and automation, MMPs need to actively support growth goals with efficiency and accuracy. The next generation of MMPs are AI-centric, privacy-first solutions that support smarter, faster decision-making.

“At Adjust, our mission is to support our customers’ growth. We do this by staying on top of every shift in the mobile ecosystem, while offering a consistent foundation for measurement and attribution. Our robust platform includes multi-platform deep link solutions as well as innovative predictive analytics, real-time fraud prevention, and more. We also provide full control over data, with options for data residency and unlimited raw exports, ensuring our clients remain both compliant and competitive.

“With over 165,000 apps using Adjust globally, we see the positive impact as the leading measurement and analytics company. As the mobile marketing space continues to evolve, we remain committed to building solutions that don’t just respond to change, but anticipate it, helping marketers scale sustainably and with confidence.”

How do I choose a mobile measurement partner?

Now that we understand how an MMP works, and the core capabilities they include to help mobile marketers excel in their campaigns, let us dive into how exactly to choose the best MMP.

When making your decision on the top mobile measurement partner to work with, there are key factors to keep in mind along the selection process.

Data security and privacy

These features are important and need to be prioritized with any vendor that has access to your customer’s data. Marketers must make sure the MMP is an independent and impartial referee that isn’t misusing your data whilst measuring attribution.

Fraud detection and prevention

A well-established mobile measurement platform will offer extensive market intelligence when it comes to detecting and blocking ad fraud, or any fraudulent activity for that matter.

An impartial platform will be dedicated to maintaining a fraud-free monitoring system, removing the invalid sources and mediums. This will ensure you receive genuine ROI metrics that you can work with to improve your campaign performance.

Data accuracy

The absence of comprehensive data and multi-touch attribution (MTA) will lead to limited insight into your customer journey, and, therefore, to most likely inaccurate decisions around your campaign. That is why accurate, real-time data and cross-channel attribution are essential features for a top MMP.

The right MMP will be able to deliver a wide range of valuable, clear insights that are easily accessible and to maintain.

User experience

Mobile measurement technology can be very complex to set up and maintain in order to create a stable and accurate platform with a pleasant user experience. And any decision you make for your business, including the kind of MMP you choose to partner with, will be highly impactful in the longer term.

So, a solid mobile measurement platform that comes with a loyal customer base and full-fledged resources will support the growth of your mobile apps, including its needs.

Below we have compiled a list of the top mobile measurement partners. Consider the criteria that we have presented above when selecting the platform for your business, and see how they take your mobile app to further heights with the best players out there.

How does user privacy affect MMPs?

In today’s mobile app marketing landscape, user privacy is a major topic, especially with new regulations, like Apple’s AppTrackingTransparency (ATT) changing the game for mobile measurement partners (MMPs).

Privacy-focused frameworks have forced MMPs to evolve, transforming how they handle data measurement and attribution while maintaining compliance with privacy laws. As app marketers face stricter limitations in tracking users, MMPs must prioritize privacy protection while still offering accurate insights for app growth.

Top mobile measurement partners are tasked with safeguarding user data through encryption, anonymization, and strict compliance with privacy regulations, such as GDPR and CCPA. These MMPs play a crucial role in ensuring that app developers can maintain accurate user attribution without violating privacy rules.

By balancing data security with functionality, MMPs help marketers protect user privacy while still gaining valuable insights into campaign performance.

To further adapt to user privacy frameworks, mobile measurement partners are increasingly focusing on data residency, allowing app developers to store user data in specific regions based on local regulations.

Many MMPs provide localized data storage solutions, ensuring that sensitive user information stays within the required geographical boundaries. Additionally, leading MMPs hold privacy certifications, which demonstrate their commitment to user data protection and adherence to privacy standards.

Mobile attribution SDKs: Market share

Let us take a look at mobile attribution SDKs, specifically integrated in iOS, and their market share data. These are key factors that can help you choose the right Mobile Measurement Partner (MMP) for app marketing campaigns.

Attribution SDKs are the tools that MMPs use to collect data on user behavior, campaign effectiveness, and overall app performance. Understanding which SDKs are leading the market can give you valuable insights into which MMPs are most trusted by other app marketers and which ones deliver the best results.

This market share data will help you see which mobile attribution SDKs are widely adopted and performing well across different regions, app types, and industries. This data is crucial because it shows which MMPs have a proven track record and are likely to work best for your specific needs.

By leveraging these insights, app marketers can make smarter choices, avoiding guesswork and ensuring they pick an MMP that aligns with their marketing goals and drives growth.

Source: 42matters

Work with top MMPs

Working with a top mobile measurement partner can make a huge difference for app owners and marketers who want to get the most out of their mobile marketing. MMPs help you keep track of what your users are doing, fine-tune your campaigns, and make sure you’re getting credit where it’s due. This means a better user experience and smarter spending that drives better results.

The great thing about MMPs is they give you super accurate data, deeper insights into how users interact with your app, and help keep fraud at bay. With all these tools in one place, you can spend less time juggling different platforms and more time focusing on strategies that grow your app. It’s all about making informed choices that boost engagement, keep users around longer, and help you earn more.

If you’re ready to find the right MMP for your app, we’ve put together a list of the top players in the market. Each of these MMPs has its own set of strengths and features, so you can find the perfect fit for your goals.

Check out our list and see which one clicks best with what you need to take your app growth to the next level.

List of mobile measurement partners